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With time running out, Texas abruptly launches $15M census ad campaign

Texas is pursuing a last-minute advertising campaign with just a month of counting left for the 2020 census. Republican leaders previously rejected legislative efforts by Democrats to put money toward the count.
BY ALEXA URA
Through a small notice tucked into the state's business register, Texas appears to have acknowledged that the 2020 census count is going badly.
With just a month of counting to go in the crucial decennial census, the self-response rate for Texas households has barely topped 60%. As census workers have followed up in person with households that haven't responded, the share of households accounted for has risen to 79.5% — but Texas is still far behind several other states and several percentage points behind the national average.
On Aug. 26, the Texas secretary of state's office quietly put out word that it has up to $15 million to spend on an advertising campaign intended to urge residents to get themselves counted. The effort — which Texas will pay for by dipping into federal dollars meant to address the coronavirus pandemic — amounts to a last-minute about-face by the state, whose Republican leadership had previously shot down any significant state funding for efforts to avoid an undercount.
The urgency the state is feeling a month out from the census deadline is apparent in the timeline of its request for proposals for a broadcast, print and digital campaign to "educate Texans on the significance and value of participating in the 2020 Census" and drive up response rates. The notice was posted last week, and bids are due by Wednesday. The contract is projected to begin two days later. Counting for the census is set to end Sept. 30.
The latest census figures showed that households in urban, Democratic-leaning areas of Texas had filled out the census online, by phone or by mail at higher rates than those in more rural, Republican-controlled areas and South Texas communities. The U.S. Census Bureau's door-to-door campaign to follow up with households that did not respond to the census is ongoing.
The state's sudden pursuit of a multimillion-dollar advertising campaign to promote the count comes more than a year after it left local governments, nonprofits and even churches to fill the organization void in chasing an accurate count.
"It's frustrating that we're doing this at the last minute," said Luis Figueroa, the legislative and policy director for Every Texan, a left-leaning think tank previously known as the Center for Public Policy Priorities that has been at the forefront of census efforts in the state. "We hope there is enough time for it to be meaningful and effective. There's an adage about 'better late than never,' but there is also 'a day late and a penny short.'"
A spokesperson for the Texas secretary of state's office confirmed the $15 million budget for the campaign, funded through a portion of the money the state received through the Coronavirus Aid, Relief and Economic Security Act passed by Congress. Neither the secretary of state nor a spokesperson for Gov. Greg Abbott responded to questions about the state's last-minute decision to spend money promoting the count.
An accurate census is paramount to the state's economic and political future. The population count flows down to Texans' daily lives for an entire decade. If it is carried out properly, census estimates indicate that Texas should post huge population gains since 2010, with more than 3.8 million new residents.
But every person missed puts funding on the line for everything from early childhood programs to highway planning and construction. An inaccurate count will lead to faulty data that is used to build communities, including where grocery stores are built and whether schools will be large enough. The once-a-decade count is also used to distribute political power, with the population data used to determine how many seats Texas gets in Congress and how to divvy up voters into political districts.
If enough Texans are missed in the count, it would jeopardize the three additional seats in Congress the state was expected to gain after this census.
Even as other states put millions of dollars into census campaigns, Texas lawmakers declined to put additional state dollars toward the census during last year's legislative session, rejecting proposals by Democratic lawmakers to create a statewide outreach committee and set aside millions of dollars in grants for local outreach efforts.
Already without state funds, the local canvassing and outreach efforts were derailed by the coronavirus pandemic. Then, the U.S. Census Bureau announced it was moving up the deadline for responding up by a month. Combined with the strain on outreach efforts brought on by the pandemic, the earlier deadline has heightened the risks that Texas will be undercounted and that some Texans, particularly those who are low income or Hispanic, will be missed in the count as the pandemic continues to ravage their communities.
"Republicans had an opportunity to address this. They refused to do this, and now the secretary of state is in the fourth quarter of the game, in the final seconds, trying to throw a Hail Mary, and it ain't going to work," said state Rep. César Blanco, an El Paso Democrat who had unsuccessfully pursued state dollars for the census. "This is an embarrassment."
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(Pexels)
If you are a committed, grunge-wearing resident of the Pacific Northwest, it is easy–almost automatic–to look at Texas as an extraordinarily dry, hot and culturally oppressive place that is better to avoid, especially in the summer. Our two granddaughters live with their parents in Portland.
Recently we decided to take the older girl, who is 15, to Dallas. Setting aside the summer heat, a Portlander can adjust to the vibes of Austin without effort. So let’s take Texas with all of its excesses straight up. Dallas, here we come.
Our 15-year-old granddaughter and her sister, 12, have spent summer weeks with us, usually separately so that we could better get to know each individually. In visits focused on Austin and Port Aransas, the girls seemed to be developing an affection for Texas.
Houston and Dallas are two great American cities, the 4th and 9th largest, each loaded with cultural treasures, each standing in glittering and starchy contrast to Austin’s more louche, T-shirts and shorts ways.
Three hours up I-35, Dallas loomed before us as a set of gray skyscrapers in a filmy haze, accessed only through a concrete mixmaster of freeways, ramps and exits. I drove with false confidence. Be calm, I said to myself, it will all end in 10 minutes under the hotel entrance canopy. And it did.
The pool at the Crescent Court Hotel in Dallas. (Crescent Court Hotel)
We stayed three nights at the Crescent Court Hotel ($622 a night for two queens), a high-end hotel in Uptown, patronized by women in white blazers, business people in suits, and tall, lean professional athletes, their shiny Escalades and Corvettes darting in and out, and other celebrities like Bill Barr, the former attorney general who shoe-horned his ample self into a Toyota.
Each morning as I walked to Whole Foods for a cappuccino, a fellow identified by a bellman as Billy the Oilman arrived in his Rolls Royce Phantom. Where does he park? “Wherever he wants to. He likes the Starbucks here.”
We garaged our more modest set of wheels for the visit. We were chauffeured for tips by Matt Cooney and Alfonza “The Rev” Scott in the hotel’s black Audi sedan. They drove us to museums, restaurants and past the enclaves of the rich and famous. In Highland Park, The Rev pointed out the homes of the Dallas Cowboys' Jerry Jones and Troy Aikman along with the family compound of the Hunts, oil and gas tycoons.
The Dallas Museum of Art’s “Cartier and Islam” exhibit (until Sept. 18) attracted an older crowd; the nearby Perot Museum of Nature and Science was a powerful whirlpool of kids’ groups ricocheting from the Tyrannosaurus Rex to the oil fracking exhibit. Watch your shins.
A Geogia O'Keeffe oil painting called "Ranchos Church, New Mexico" at the Amon Carter Museum of Modern Art. (Rich Oppel)
For us, the best museum was the Amon Carter Museum of Modern Art in Fort Worth, a 50-minute, madcap drive away via a 75 mph toll lane along I-30. Don’t try it during rush hour. The Carter has an exquisite collection of Remington paintings and sculptures and an excellent array of 19th and 20th-century paintings as well. Pick one museum? The Amon Carter. Peaceful, beautiful, uncrowded, free admission and small enough to manage in two hours.
The Fort Worth Stockyards, a place of history (with a dab of schmaltz), fun and good shopping, filled one of our mornings. The 98 acres brand the city as Cowboy Town, with a rodeo and a twice-daily (11:30 a.m. and 4 p.m.) cattle drive. We shopped for boots, drank coffee and watched the “herd” of 18 longhorns. So languid was their progress that if this were a real market drive the beef would have been very tough and leathery before it hit the steakhouse dinner plate.
The cattle drive at the Fort Worth Stockyards. (Rich Oppel)
But we could identify: the temperature was 97. “I saw a dog chasing a cat today,” said the emcee, deploying a very old joke. “It was so hot that both were walking.”
With limited time, we chose three very different restaurants:
- Nobu, in the Crescent Court Hotel; Jia, a modern Chinese restaurant in Highland Park; and Joe T. Garcia’s in Fort Worth. Nobu’s exotic Japanese menu set us back $480, with tip, for four (we had a guest), but it was worth it.
- Jia was an ordinary suburban strip mall restaurant, but with good food and a reasonable tab of $110 for four.
- Joe T.’s is an 85-year-old Fort Worth institution (think Matt’s El Rancho but larger), a fine Mexican restaurant where a meal with two drinks was $115.
Sushi at high-end restaurant Nobu. (Crescent Hotel)
It was all a splurge for a grandchild’s visit. Now we will get back to our ordinary road trips of Hampton Inns, where a room rate is closer to the Crescent Court’s overnight parking rate of $52. And to corner cafes in small towns.
Did Dallas change our 15-year-old’s view of Texas? “Yes. I think it’s a lot cooler than I did. The fashion, the food.” So, not only Austin is cool. Take Texas as a whole. It’s a big, complex, diverse and wonderful state.
(Tesla)
Giga Texas, the massive Tesla factory in southeast Travis County is getting even bigger.
The company filed with the city of Austin this week to expand its headquarters with a new 500,000-square-foot building. The permit application notes “GA 2 and 3 expansion,” which indicates the company will make two general assembly lines in the building.
More details about the plans for the building are unclear. The gigafactory has been focused on Model Y production since it opened in April, but the company is also aiming for Cybertruck production to kick off in mid-2023.
While there is room for expansion on the 3.3 square miles of land Tesla has, this move comes after CEO Elon Musk’s recent comments about the state of the economy and its impact on Tesla.
In a May interview with Tesla Owners Silicon Valley, Musk said the gigafactories in Berlin and Austin are “gigantic money furnaces” and said Giga Texas had manufactured only a small number of cars.
And in June, Musk sent a company wide email saying Tesla will be reducing salaried headcount by 10%, then later tweeted salaried headcount should be fairly flat.
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